【正文】 Service Strategy 服 務策略 Chap. 2 A plan to outperform petitors ? Strategic service vision ? is formulated by addressing questions about – The target market – Service concept – Operating strategy – Delivery system Strategic Service Vision Target Market Segments ? What are mon characteristics of important market segments? ? What dimensions to segment the market? – demographic, psychographic ? How important are various segments? ? What needs does each have? ? How well are these needs being served, in what manner, by whom? 23 Strategic Service Vision Service Concept ? What are important elements of the service to be provided, stated in terms of results produced for customers? ? How are these elements supposed to be perceived by the target market segment, by the market in general, by employees, by others? ? How do customers perceive the service concept? ? What efforts does this suggest in terms of the manner in which the service is designed, delivered, marketed? 24 Strategic Service Vision Operating Strategy ? What are important elements of the strategy: operations, financing, marketing, anization, human resources, control? ? On which will the most effort be concentrated? ? Where will investments be made? ? How will quality and cost be controlled: measures, incentives, rewards? ? What results will be expected versus petition in terms of, quality of service, cost profile, productivity, morale/loyalty of servers? 25 Strategic Service Vision Service Delivery System ? What are important features of the service delivery system including: role of people, technology, equipment, layout, procedures? ? What capacity does it provide, normally, at peak levels? ? To what extent does it help to ensure quality standards, differentiate the service from petition, provide barriers to entry by petitors? 26 Southwest Airlines Strategic Service Vision Service Delivery System Operating Strategy Service Concept Target Market Segment ? Fun cabin atmosphere to differentiate service ? Use only Boeing 737 aircraft to control maintenance and operating costs ? Hire cabin crew based on attitude ? Quick turnaround at gate results in high utilization of aircraft ? No assigned seating rewards punctuality and promotes ontime performance ? Short flights with frequent departures ? Serve peanuts and soft drinks only ? Use of innercity or low traffic airports avoids congestion ? Carryon luggage ? State of Texas residents ? Business traveler who drives because of inadequate servic